Stretching Gosh! to the next level

The challenge

Gosh! wanted to unlock the emerging opportunities within the competitive plant-based market. To achieve this, Gosh! needed a four-phase strategy. The initial step involved gaining a deep understanding of consumer expectations and the challenges they encounter in the plant-based category and with the brand. With this knowledge, Gosh! could then strategically define the brand’s identity and develop innovative product ideas designed to target consumer needs and stimulate significant growth.

Key successes

Defined the brand’s core and established a clear strategic direction for Gosh!
Uncovered profound insights into consumer desires and gaps in the category and brand through engaging consumer videos.
Identified how Gosh! can address market needs by developing a large number of polished innovative product concepts along with their illustrations.
Successfully launched the Glaze & Grill, Falafacini, and Veg Garden ranges - accelerating the journey from initial concept to market availability in just a few months.

Strategic outputs

We led three dynamic workshops based on consumer insight and category trends: a strategy and positioning session, an innovative co-creation workshop based on trends and opportunity mapping to generate fresh product ideas and illustrate them in real-time, and a final selection workshop to refine the top concepts for testing.

Weaving the threads together

Our report mapped out the approach needed for Gosh!’s success.

Our recommendations ranged from consumers’ ideal plant-based products to cohesive proposals on flavour, texture, appearance, packaging, and messaging—all while maintaining brand essence. This strategy led to the successful launch of three thrilling new product ranges and inspired further innovative concepts, while establishing a clear brand identity for the future.

Methodology

01
Explore

Flash Ethnography via Video platform with plant-based consumers. Brand Strategy workshop to identify the mission and vision of Gosh!.
02
Define

Opportunity mapping and building territory hypotheses and what they mean for Gosh!.
03
Create

Innovation workshop with the client, leveraging consumer insights and territory hypotheses to develop and illustrate innovative product concepts.
04
Test

We conducted a workshop focused on refining our concepts and selecting the ideal ones for quantitative testing with MMR.